Even losing customers can improve your organisation

Tags: sales, marketing, communications, crm

It's a fair comment to say that every organisation will occasionally lose customers. However it's vital that any disappearing customer is still engaged. After all, there was something which made them choose to stop using your product or service.

Sometimes it's just not possible. If you're selling FMCG (fast moving consumer goods) obviously you can't expect to have a 1-2-1 relationship with either your customers or your ex customers. Resources just don't allow it, and customers just aren't interested. There are methods using social networking, but often true engagement just cannot exist, so customers are dealt with as a collective and series of stats.

However, for smaller organisations, dealing on a more personal level it's vital you keep track of new customers as well as former customers.

As a policy, I try to greet every new customer personally, I'm genuinely grateful for their interest and custom. Whether they are the first customer or the 1,000,000th, it makes no difference to me. Without them the company would be nothing, so I thank and try to help. This can and does take a significant investment in time, but it's worth it. Relationships cannot be underestimated, however young.

I try to start that relationship building as soon as possible. It's a commonly stated phrase that your customers will not tell you they are dissatisfied. Personally, I don't buy into this. I think they would do if they are offered the chance - not through feedback forms, but through genuine communications. Ultimately, getting personal feedback is so much more beneficial as it also allows you to respond directly. I've seen a roadmap for a competitor product - and that was very helpful, but I couldn't help feel that what was suggested was what should be on any product roadmap in this day and age. Everything on their was on ours...! However, we've been asking for feedback personally and we've been able to address small issues which make big differences to our users. This is truely invaluable. It may not make us that many friends in the press, but it does seem to make friends with the people that matter!

This relationship also goes beyond the moment the customer leaves. Don't forget that they will have left for a reason - and while they may not have told you they were unhappy, they may well tell you what you could do to improve. So ask the question, if you can, and you never know, your product roadmap or customer service strategy may take a huge positive step.

So the message from me? Talk, communicate, but be genuine, be personal and above all else, don't be afraid of the answers you get. They could just make the difference of your organisation being a huge success, an average performer or even an ex-organisation.